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On May 15, the second season of Hulu’s hit reality series “The Secret Lives of Mormon Wives” hit screens — all 10 episodes at once. But, several of the show’s stars — including Taylor Frankie Paul, Whitney Leavitt, Jen Affleck and Layla Taylor — have likely already popped up on your feed or local billboards fronting beauty campaigns.
The women who star on the show were famous before Hulu came calling. Before “The Secret Lives of Mormon Wives” brought them to the attention of the masses, the women were already viral sensations on #MomTok. They posted matching outfits and dance videos. But in 2022, Paul, arguably the group’s star, drew headlines for something surprisingly salacious — and made for reality TV: a “soft swinging scandal.” As it turned out, several of the Mormon couples were, in fact, hooking up with one another — unsurprisingly sparking fascination and backlash both online and in the national news. Perhaps you could say the moms of #MomTok came out on top, though. They were catapulted further into the spotlight, and now, many speak openly about being the breadwinners in their marriages, having earned lucrative brand deals, many with beauty brands.
“Our focus has been getting into the cultural zeitgeist and conversation, and really [having our] finger on the pulse of what are people watching, sharing and excited about,” said Meredith Rojas, CMO of MCo Beauty.
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